ANNA UNIVERSITY, CHENNAI

UNIVERSITY DEPARTMENTS
REGULATIONS 2015
CHOICE BASED CREDIT SYSTEM
MBA-TOURISM MANAGEMENT FULL-TIME (SS)
Program Educational Objectives (PEOs) :
Masters degree in Business Administration (Tourism Management) is designed to facilitate the
prospective managers to effectively manage the hospitality and tourism operations.
1. To have an overview about the hospitality and tourism industry globally and gain insights
about the tourism practices in India.
2. To learn the qualitative and quantitative tools and techniques for effective managerial
decision making.
3. To have real time industry orientation and practice.
Program Outcomes (POs) :
a. Knowledge about the hospitality and tourism industry practices.
b. Ability to understand the process and apply specific practices to improve effectiveness and
productivity in tourism operations.
c. Ability to develop a framework for research in the tourism domain.
d. The capability to hypothesize and test specific tourism related concepts using statistical
tools
e. Ability to update to current practices followed globally in hospitality and tourism and to
customize the same to the Indian context.

Programme
Educational
Objectives
I

Programme Outcomes
PO1

PO3

II
III

PO2

PO4

PO5

Course Title

YEAR 1

SEM1

SEM 2

YEAR 2

SEM 3

PO1

Tourism Principles and Practices

Management Concepts
Accounting for Management
Economics
Legal Aspects of Business
Organizational Behaviour
Statistics for Management
Spoken and Written Communication
Services
Operations
and
Management
Research Methodology
Financial Management in Tourism
Hospitality Management
Human Resource Management
Tourism Marketing
Travel Management
Information Technology and
communication for Tourism

Quality

International Tourism
Strategic Management
Tourism Geography
Culture and Heritage
Tourism Products in India
Accommodation and House Keeping
Management
Travel Media and Public Relations
Summer Training

PO2

Program Outcomes
PO3
PO4

PO5

SEM 4

Project Work
Course Title
Electives
Planning

Destination
Management
Event Management
Tour Operations
Leisure and Recreation

PO1

and

Program Outcomes
PO2
PO3
PO4

Entrepreneurship in Tourism
Medical Tourism
Integral Karma Yoga & Management

PO5

Management

ANNA UNIVERSITY, CHENNAI

UNIVERSITY DEPARTMENTS
REGULATIONS 2015
CHOICE BASED CREDIT SYSTEM
M.B.A TOURISM MANAGEMENT FULL-TIME (SS)
CURRICULA AND SYLLABI I TO IV SEMESTERS

SL. COURSE
NO CODE
THEORY
1. BA7151
2.

BA7152

3.

BA7153

4.

BA7154

5.

TM7101

6.

TM7102

7.

TM7103

PRACTICALS
8. T M7111

COURSE TITLE

Accounting for
Management
Legal Aspects of
Business
Organizational
Behaviour
Statistics for
Management
Economics

SEMESTER I
CATEGORY CONTACT
PERIODS

2.

TM7202

3.

TM7203

4.

TM7204

5.

TM7205

6. TM7206
7. TM7207
PRACTICALS
8. TM7211

PC

PC

PC

PC

PC

Management
Concepts
Tourism Principles
and Practices

PC

PC

Spoken and Written

Communication

EEC

TOTAL 22

SL. COURSE
NO. CODE
THEORY
1. TM7201

COURSE TITLE

Financial
Management in
Tourism
Hospitality
Management
Human Resource
Management for
Tourism
Research
Methodology
Services Operations
and Quality
Management
Tourism Marketing
Travel Management
Information Technology
and Communication for
Tourism

II SEMESTER
CATEGORY CONTACT
PERIODS

24

PC

PC

PC

PC

PC

PC
PC

3
3

3
3

0
0

0
0

3
3

PC

TOTAL 22
5

24

III SEMESTER
SL. COURSE
NO CODE
THEORY
1. BA7251

COURSE TITLE

CATEGORY

CONTACT
PERIODS

Strategic Management

PC

2.

TM7301

Culture and Heritage

PC

3.

TM7302

International Tourism

PC

4.

TM7303

Tourism Geography

PC

5.

TM7304

PC

6.

Tourism Products in
India
Elective I

PE

7.

Elective II

PE

8.

Elective III

PE

Summer Training

EEC

4
TOTAL

0
24

0
0

4
4

2
26

CONTACT
PERIODS

24

24

12

TOTAL

24

12

PRACTICALS
9. TM7311

IV SEMESTER
SI.
COURSE
NO CODE
PRACTICALS
1. TM7411

COURSE TITLE

Project Work

CATEGORY

EEC

TOTAL NO. OF CREDITS:86

PROFESSIONAL CORE (PC)

SL.
NO.
1.

COURSE
CODE

2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.

SL.
NO.
1.

COURSE
CODE
TM7001

2.

TM7002

3.

TM7003

4.
5.

TM7004
TM7005

6.

TM7006

7.
8.
9.

TM7007
TM7008
TM7009

COURSE TITLE

CATEGORY

Tourism Principles and

Practices
Management Concepts
Accounting for Management
Economics
Legal Aspects of Business
Organizational Behaviour
Statistics for Management
Services Operations and
Quality Management
Spoken and written
communication
Research Methodology
Financial Management in
Tourism
Hospitality Management
Human Resource
Management
Tourism Marketing
Travel Management
Information Technology and
Communication for Tourism
International Tourism
Strategic Management
Tourism Geography
Culture and Heritage
Tourism Products in India

PC

CONTACT
PERIODS
3

PC
PC
PC
PC
PC
PC
PC

3
4
3
3
3
3
4

3
4
3
3
3
3
4

0
0
0
0
0
0
0

0
0
0
0
0
0
0

3
4
3
3
3
3
4

PC

PC
PC

3
3

3
3

0
0

0
0

3
3

PC
PC

3
3

3
3

0
0

0
0

3
3

PC
PC
PC

3
3
4

3
3
0

0
0
0

0
0
4

3
3
2

PC
PC
PC
PC
PC

3
3
3
3
3

3
3
3
3
3

0
0
0
0
0

0
0
0
0
0

3
3
3
3
3

3
3

0
0

0
0

3
3

3
3
3

0
0
0

0
0
0

3
3
3

PROFESSIONAL ELECTIVES (PE)

CONTACT
COURSE TITLE
CATEGORY
PERIODS
Accommodation and
PE
3
House Keeping
Management
Destination Planning and
PE
3
Management
Entrepreneurship in
PE
3
Tourism
Event Management
PE
3
Integral Karma Yoga and
PE
3
Management
Leisure and Recreation
PE
3
Management
Medical Tourism
PE
3
Tour Operations
PE
3
Travel Media and Public
PE
3
Relations

EMPLOYABILITY ENHANCEMENT COURSES (EEC)

S.NO COURSE COURSE TITLE
CODE
Summer Training
Project Work

CATEGORY
EEC
EEC

CONTACT
PERIODS
4
24

0
0

0
0

4
24

2
12

BA7151

ACCOUNTING FOR MANAGEMENT

L T P C
4 0 0 4

OBJECTIVES :
Acquire a reasonable knowledge in accounts Analysis and evaluate financial statements
UNIT I
FINANCIAL ACCOUNTING
12
Introduction to Financial, Cost and Management Accounting Generally accepted accounting
principles, Conventions and Concepts Double Entry System Preparation of Journal, Ledger
and Trial Balance Preparation of Final Accounts: Trading, Profit and Loss Account and Balance
Sheet Bank Reconciliation Statements Introduction to inflation accounting Introduction to
Human Resources Accounting.
UNIT II
ANALYSIS OF FINANCIAL STATEMENTS
12
Analysis of financial statements Financial ratio analysis, Interpretation of ratio for financial
decisions Comparative statements Cash flow (as per Accounting Standard 3) and Funds flow
statement analysis Trend Analysis.
UNIT III
COMPANY ACCOUNTS
12
Meaning of Company Issue of Shares Issue and Redemption of debentures Profit or loss
Prior to incorporation Final Accounts of Company.
UNIT IV
COST ACCOUNTING
12
Cost Accounts Classification of costs Job cost sheet Job order costing Process costing
(excluding Interdepartmental Transfers and equivalent production) Joint and By Product Costing
Introduction to concepts of Activity Based Costing, Value Chain, Target Costing.
UNIT V
MARGINAL COSTING
12
Management Accounting Marginal Costing Cost, Volume, Profit Analysis Break Even
Analysis Decision making problems Budgetary Control Sales, Production, Cash flow, fixed
and flexible budget Standard costing and Variance Analysis (excluding overhead costing)
TOTAL : 60 PERIODS
OUTCOME
Possess a managerial outlook at accounts.
TEXT BOOKS
1. T.S. Reddy & A. Murthy, Financial Accounting, Margham Publications, 2014
2. M.Y. Khan & P.K. Jain, Management Accounting, Tata McGraw Hill, 2013.
3. R.L.Gupta & M.Radhaswamy, Corporate Accounting, Sultan Chand & sons,2013.
REFERENCES
1. Jan Williams, Financial and Managerial Accounting - The basis for business Decisions,
17th edition, Tata McGraw Hill Publishers, 2014.
2. Horngren, Surdem, Stratton, Burgstahler, Schatzberg, Introduction to Management
Accounting, PHI Learning, 2014
3. Stice & Stice, Financial Accounting Reporting and Analysis, 8th edition, Cengage Learining,
2015.
4. Singhvi Bodhanwala, Management Accounting Text and cases,2nd edition PHI Learning,
2012
5. Ashish K. Battacharya, Introduction to Financial Statement Analysis, Elsiever, 2012.
6. T.S.Reddy & A. Murthy, Corporate Accounting, Vol I, Margham Publications 2014.

BA7152

LEGAL ASPECTS OF BUSINESS

L T P C
3 0 0 3

OBJECTIVE:
To create the knowledge of Legal perspective and its practices to improvise the business.
UNIT I

COMMERCIAL LAW

THE INDIAN CONTRACT ACT 1872

Definition of contract, essentials elements and types of a contract, Formation of a contract,
performance of contracts, breach of contract and its remedies, Quasi contracts - Contract Of
Agency: Nature of agency, Creation and types of agents, Authority and liability of Agent and
principal: Rights and duties of principal and agents, termination of agency.
THE SALE OF GOODS ACT 1930
Nature of Sales contract, Documents of title, risk of loss, Guarantees and Warranties, performance
of sales contracts, conditional sales and rights of an unpaid seller - Negotiable Instruments Act
1881: Nature and requisites of negotiable instruments. Types of negotiable instruments, liability of
parties, holder in due course, special rules for Cheque and drafts, discharge of negotiable
instruments.
UNIT II
COMPANY LAW
9
Major principles Nature and types of companies, Formation, Memorandum and Articles of
Association, Prospectus, Power, duties and liabilities of Directors, winding up of companies,
Corporate Governance.
UNIT III
INDUSTRIAL LAW
9
An Overview of Factories Act - Payment of Wages Act - Payment of Bonus Act - Industrial
Disputes Act.
UNIT IV
INCOME TAX ACT AND SALES TAX ACT
9
Corporate Tax Planning, Overview of central Sales Tax Act 1956 Definitions, Scope, Incidence
of CST, Practical issues of CST, Value Added Tax Concepts, Scope, Methods of VAT
Calculation, Practical Implications of VAT.
UNIT V

CONSUMER PROTECTION ACT AND INTRODUCTION OF CYBER

LAWS
9
Consumer Protection Act Consumer rights, Procedures for Consumer greivances redressal,
Types of consumer Redressal Machinaries and Forums- Competition Act 2002 - Cyber cvimes, IT
Act 2000 and 2002, Cyber Laws, Introduction of IPR Copy rights, Trade marks, Patent Act.
TOTAL: 45 PERIODS
OUTCOME:
Legal insight will be established in the business practices according to the situation of
changing environment.
TEXT BOOKS
1. N. D. Kapoor, Elements of mercantile Law, Sultan Chand and Company, India, 2006.
2. P. K. Goel, Business Law for Managers, Biztantatara Publishers, India, 2008.
3. Akhileshwar Pathack, Legal Aspects of Business, 4th Edition, Tata McGraw Hill, 2009.
REFERENCES
1. P. P. S. Gogna, Mercantile Law, S. Chand & Co. Ltd., India, Fourth Edition, 2008.
2. Dr. Vinod, K. Singhania, Direct Taxes Planning and Management, 2008.
3. Richard Stim, Intellectual Property- Copy Rights, Trade Marks, and Patents, Cengage
Learning, 2008.
4. Balachandran V., Legal Aspects of Business, Tata McGraw Hill, 2012
5. Daniel Albuquerque, Legal Aspect of Business, Oxford, 2012
6. Ravinder Kumar Legal Aspect of Business. Cengage Learning, 2nd Edition-2011.
10

BA7153

ORGANIZATIONAL BEHAVIOUR

L T P C
3 0 0 3

OBJECTIVE:
To provide an overview of theories and practices in organizational behaviour in individual,
group and organizational level.
UNIT I
FOCUS AND PURPOSE
5
Definition, need and importance of organizational behaviour Nature and scope Frame work
Organizational behaviour models.
UNIT II
INDIVIDUAL BEHAVIOUR
12
Personality types Factors influencing personality Theories Learning Types of learners
The learning process Learning theories Organizational behaviour modification. Misbehaviour
Types Management Intervention. Emotions - Emotional Labour Emotional Intelligence
Theories. Attitudes Characteristics Components Formation Measurement- Values.
Perceptions Importance Factors influencing perception Interpersonal perception- Impression
Management. Motivation Importance Types Effects on work behavior.
UNIT III
GROUP BEHAVIOUR
10
Organization structure Formation Groups in organizations Influence Group dynamics
Emergence of informal leaders and working norms Group decision making techniques Team
building - Interpersonal relations Communication Control.
UNIT IV
LEADERSHIP AND POWER
8
Meaning Importance Leadership styles Theories Leaders Vs Managers Sources of power
Power centers Power and Politics.
UNIT V
DYNAMICS OF ORGANIZATIONAL BEHAVIOUR
10
Organizational culture and climate Factors affecting organizational climate Importance. Job
satisfaction Determinants Measurements Influence on behavior. Organizational change
Importance Stability Vs Change Proactive Vs Reaction change the change process
Resistance to change Managing change. Stress Work Stressors Prevention and
Management of stress Balancing work and Life. Organizational development Characteristics
objectives . Organizational effectiveness
Developing Gender sensitive workplace
TOTAL: 45 PERIODS
OUTCOMES:
Students will have a better understanding of human behavior in organization. They will know
the framework for managing individual and group performance.
TEXT BOOKS
1. Stephen P. Robins, Organisational Behaviour, PHI Learning / Pearson Education,
11th edition, 2008.
2. Fred Luthans, Organizational Behavior, McGraw Hill, 11th Edition, 2001.
REFERENCES
1. Mc Shane & Von Glinov, Organisational Behaviour, 4th Edition, Tata Mc Graw Hill, 2007.
2. Nelson, Quick, Khandelwal. ORGB An innovative approach to learning and teaching.
Cengage learning. 2nd edition. 2012
3. Ivancevich, Konopaske & Maheson, Oranisational Behaviour & Management, 7th edition, Tata
McGraw Hill, 2008.
4. Udai Pareek, Understanding Organisational Behaviour, 3rd Edition, Oxford Higher Education,
2011.
5. Jerald Greenberg, Behaviour in Organization, PHI Learning. 10th edition. 2011

11

BA7154

STATISTICS FOR MANAGEMENT

L T P C
3 0 0 3

OBJECTIVE:
To learn the applications of statistics in business decision making.
UNIT I
INTRODUCTION
9
Basic definitions and rules for probability, conditional probability independence of events, Bayes
theorem, and random variables, Probability distributions: Binomial, Poisson, Uniform and Normal
distributions.
UNIT II
SAMPLING DISTRIBUTION AND ESTIMATION
9
Introduction to sampling distributions, sampling distribution of mean and proportion, application of
central limit theorem, sampling techniques. Estimation: Point and Interval estimates for population
parameters of large sample and small samples, determining the sample size.
UNIT III
TESTING OF HYPOTHESIS - PARAMETIRC TESTS
9
Hypothesis testing: one sample and two sample tests for means and proportions of large samples
(z-test), one sample and two sample tests for means of small samples (t-test), F-test for two
sample standard deviations. ANOVA one and two way.
UNIT IV
NON-PARAMETRIC TESTS
9
Chi-square test for single sample standard deviation. Chi-square tests for independence of
attributes and goodness of fit. Sign test for paired data. Rank sum test. Kolmogorov-Smirnov test
for goodness of fit, comparing two populations. Mann Whitney U test and Kruskal Wallis test.
One sample run test.
UNIT V
CORRELATION AND REGRESSION
9
Correlation Coefficient of Determination Rank Correlation Regression Estimation of
Regression line Method of Least Squares Standard Error of estimate.
TOTAL: 45 PERIODS
OUTCOME:
To facilitate objective solutions in business decision making under subjective conditions.
TEXT BOOKS:
1. Richard I. Levin, David S. Rubin, Statistics for Management, Pearson Education, 7th Edition,
2011.
2. Aczel A.D. and Sounderpandian J., Complete Business Statistics, 6th edition, Tata McGraw
Hill Publishing Company Ltd., New Delhi, 2012.
REFERENCES:
1. Srivatsava TN and Shailaja Rego, Statistics for Management, Tata McGraw Hill, 2008.
2. Ken Black, Applied Business Statistics, 7th Edition, Wiley India Edition, 2012.
3. Anderson D.R., Sweeney D.J. and Williams T.A., Statistics for business and economics, 11th
edition, Thomson (South Western) Asia, Singapore, 2012.
4. N. D. Vohra, Business Statistics, Tata McGraw Hill, 2012.

TM7101

ECONOMICS

L T PC
3 0 0 3

OBJECTIVES:
To introduce the concepts of scarcity and efficiency; to explain principles of micro economics
relevant to managing an organization; to describe principles of macro economics to have the
understanding of economic environment of business.
12

UNIT I
INTRODUCTION
9
The themes of economics scarcity and efficiency three fundamental economic problems
societys capability Production possibility frontiers (PPF) Productive efficiency Vs economic
efficiency economic growth & stability Micro economies and Macro economies the role of
markets and government Positive Vs negative externalities.
UNIT II
CONSUMER AND PRODUCER BEHAVIOUR
9
Market Demand and Supply Determinants Market equilibrium elasticity of demand and
supply consumer behaviour consumer equilibrium Approaches to consumer behaviour
Production Short-run and long-run Production Function Returns to scale economies Vs
diseconomies of scale Analysis of cost Short-run and long-run cost function Relation
between Production and cost function.
UNIT III
PRODUCT AND FACTOR MARKET
9
Product market perfect and imperfect market different market structures Firms equilibrium
and supply Market efficiency Economic costs of imperfect competition factor market Land,
Labour and capital Demand and supply determination of factor price Interaction of product
and factor market General equilibrium and efficiency of competitive markets.
UNIT IV
PERFORMANCE OF AN ECONOMY MACRO ECONOMICS
9
Macro-economic aggregates circular flow of macroeconomic activity National income
determination Aggregate demand and supply Macroeconomic equilibrium Components of
aggregate demand and national income multiplier effect Demand side management Fiscal
policy in theory.
UNIT V
AGGREGATE SUPPLY AND THE ROLE OF MONEY
9
Short-run and Long-run supply curve Unemployment and its impact Okuns law Inflation and
the impact reasons for inflation Demand Vs Supply factors Inflation Vs Unemployement
tradeoff Phillips curve short- run and long-run Supply side Policy and management- Money
market- Demand and supply of money money-market equilibrium and national income the role
of monetary policy.
TOTAL: 45 PERIODS
OUTCOMES:
Students are expected to become familiar with both principles of micro and macro economics.
They would also become familiar with application of these principles to appreciate the
functioning of both product and input markets as well as the economy.
TEXT BOOKS
1. Paul A. Samuelson, William D. Nordhaus, Sudip Chaudhuri and Anindya Sen,
Economics,
19thedition, Tata McGraw Hill, New Delhi, 2010.
2. William Boyes and Michael Melvin, Textbook of economics, Biztantra, 2005.
3. N. Gregory Mankiw, Principles of Economics, 3rd edition, Thomson learning, New Delhi,
2007.
4. Richard Lipsey and Alec Charystal, Economics, 12th edition, Oxford, University Press,
New Delhi, 2011.
5. Karl E. Case and Ray C. fair, Principles of Economics, 6th edition, Pearson, Education
Asia, New Delhi, 2002.

13

TM7102

MANAGEMENT CONCEPTS

L T P C
3 0 0 3

OBJECTIVE:
To familiarize the students to the basic concepts of management in order to aid in
understanding how an organization functions, and in understanding the complexity and wide
variety of issues managers face in todays business firms.
UNIT I
INTRODUCTION TO MANAGEMENT
9
Organization- Management- Role of managers- Evolution of management thought- Organization
and the environmental factors- Managing globally- Strategies for International business.
UNIT II
PLANNING
9
Nature and purpose of planning- Planning process- Types of plans- Objectives- Managing by
Objective (MBO) strategies- Types of strategies Policies Decision Making- Types of decisionDecision making process- Rational decision making process- Decision making under different
conditions.
UNIT III
ORGANISING
9
Nature and purpose of organizing- Organization structure- Line and staff authorityDepartmentation- Span of control- Centralization and decentralization- Delegation of authorityStaffing- Selection and Recruitment- Career development- Career stages- Training- Performance
appraisal
UNIT IV
DIRECTING
9
Managing people- Communication- Hurdles to effective communication- Organization cultureElements and types of culture- Managing cultural diversity.
UNIT V
CONTROLLING
9
Process of controlling- Types of control- Budgetary and non-budgetary control techniquesManaging productivity- Cost control- Purchase control- Maintenance control- Quality controlPlanning operations.
TOTAL: 45 PERIODS
OUTCOMES:
The students should be able to describe and discuss the elements of effective management,
ii) discuss and apply the planning, organizing and control processes, iii) describe various
theories related to the development of leadership skills, motivation techniques, team work and
effective communication, iv) communicate effectively through both oral and written
presentation.
TEXT BOOKS:
1. Andrew J. Dubrin, Essentials of Management, Thomson Southwestern, 9th edition,2012.
2. Samuel C. Certo and Tervis Certo, Modern management: concepts and skills, Pearson
education, 12th edition, 2012.
3. Harold Koontz and Heinz Weihrich, Essentials of management: An International & Leadership
Perspective, 9th edition, Tata McGraw-Hill Education, 2012.
4. Charles W.L Hill and Steven L McShane, Principles of Management, McGraw Hill Education,
Special Indian Edition, 2007.
REFERENCES:
1. Don Hellriegel, Susan E. Jackson and John W. Slocum, Management- A competency-based
approach, Thompson South Western, 11th edition, 2008.
2. Heinz Weihrich, Mark V Cannice and Harold Koontz, Management- A global entrepreneurial
perspective, Tata McGraw Hill, 12th edition, 2008.
3. Stephen P. Robbins, David A. De Cenzoand Mary Coulter, Fundamentals of Management,
Prentice Hall of India, 2012.
14

TM7103

TOURISM PRINCIPLES AND PRACTICES

L T P C
3 0 0 3

OBJECTIVE:
To provide an overview of the various elements of Tourism Management and to
realize the potential of tourism industry in India.
UNIT I
RESPONSIBLE TOURISM
9
Tourism; an overview: Elements, Nature and Characteristics - Typology of Tourism Emerging
areas of tourism - Rural, Eco, Medical, MICE, Literary, Indigenous, Wellness, Film, Golf Ideals of
Responsible Tourism Cape Town Declaration 2002 Definition and Characteristics - Alternate
Tourism Classification of Tourists - Interdisciplinary approaches to tourism - Historical
Development of Tourism
UNIT II
TOURISM INDUSTRY
9
Tourism Industry - Structure, Components, Sub sectors of Tourism Industry - Attractions
Accommodation Activities Transportation - F&B Shopping - Entertainment - Infrastructure and
Hospitality - Relocations Management Tourism stakeholders -Tourism Distribution SystemsTravel Intermediaries-Wholesalers-Retailers - Innovations in Tourism Industry.
UNIT III
TOURISM DIMENSIONS
9
Motivation for Tourism- Major motivations and deterrents to travel. Pleasure, education, cultural,
Ethnic, Social, Historical Religious, health, sports, Business. Demand and Supply in tourism Tourism consumer behavior- Measurement of Tourism- Need for Measurement- Methods of
Measurement.
UNIT IV
SOCIO, ECONOMIC & ENVIRONMENTAL ASPECTS OF TOURISM
9
Socio Economic Aspects of Tourism : Employment generation, earnings of Foreign exchange,
National Integration, Regional Development, Patronage to local handicrafts, Cultural Exchange,
Development of Human relations, International understanding and World Peace - Political &
Environmental impacts of Tourism- EIA, Carrying Capacity- different types.
UNIT V
TOURISM POLICIES
9
Overview of Five Year Plans with special reference to Tourism Development and Promotion,
National Action Plan, State Government and National Government Tourism Policy - Code of
conduct for safe and honorable Tourism for India Global Sustainable Tourism Criteria.
TOTAL: 45 PERIODS
OUTCOMES:
Students will learn the practices and ways to promote the tourism industry.
TEXT BOOKS
1. Charles R. Goeldner & Brent Ritchie, J.R., Tourism, Principles, Practices, Philosophies, Wiley
India Pvt Ltd., Tenth edition, 2007
2. Bhatia A.K, International Tourism Management, Sterling Publishers, New Delhi. Sterling
Publishers Pvt.Ltd; 3rd Revised edition, 2006
REFERENCES
1. Cooper C., Fletcher J., Fyall A.,Gilbert D and Wanhill S., Tourism: Principles and
Practice, Pearson, 5th edition, 2013.
3. Stephen J. Page, Paul Brunt, Graham Busby, Jo Connell, Tourism- A Modern Synthesis,
Thomson Learning, 2007
4. Ghosh Bishwanath, Tourism and Travel Management, Vikas Publishing House, New Delhi,
2008
5. Renu Malra, Tourism Principles Practices Concepts And Philosophies, Anmol Publications Pvt.
Ltd., 2013
6. Sampad Kumar Swain and Jitendra Mohan Mishra, Tourism: Principles and Practices,
Oxford University Press, 2011
15

TM7111

SPOKEN AND WRITTEN COMMUNICATION

L T P C
0 0 4 2

OBJECTIVES :
To familiarize learners with the mechanics of writing
To enable learners to write in English precisely and effectively.
To enable learners to speak fluently and flawlessly in all kinds of communicative contexts with
all nationalities.
UNIT I
PERSONAL COMMUNICATION
12
Day-to-day conversation with family members, neighbours, relatives, friends on various topics,
context specific - Journal writing, mails/emails, SMS, greeting cards, situation based
accepting/declining invitations, congratulating, consoling, conveying information, oral reports,
extempore.
UNIT II
EMPLOYABILITY SKILLS
12
Interview skills HR and technical Types of interview, preparation for interview, mock interview,
Group Discussion Communication skills in Group Discussion, Structure of GD, GD process,
successful GD techniques. Time management and effective planning identifying barriers to
effective time management, time management techniques, relationship between time
management and stress management.
UNIT III
WORK PLACE COMMUNICATION
12
e-mails, minutes, reports of different kinds annual report, status report, survey report, proposals,
memorandums, presentations, interviews, profile of institutions, speeches, responding to
enquiries, complaints, resumes, applications, summarizing, strategies for writing.
UNIT IV
RESEARCH WRITING
12
Articles for publication (Journals), developing questionnaire, writing abstract, dissertation, qualities
of research writing, data (charts, tables) analysis, documentation.
UNIT V
WRITING FOR MEDIA AND CREATIVE WRITING
12
Features for publication (Newspapers, magazines, newsletters, notice-board), case studies, short
stories, travelogues, writing for children, translation, techniques of writing.
TOTAL: 60 PERIODS
Note: It is an activity based course. Student individually or as a group can organize event(s),
present term papers etc. This will be evaluated by the faculty member(s) handling the course and
the consolidated marks can be taken as the final mark. No end semester examination is required
for this course.
OUTCOMES :
Learners should be able to

Get into the habit of writing regularly.

Express themselves in different genres of writing from creative to critical to factual writing.

Take part in print and online media communication

Read quite widely to acquire a style of writing and

Identify their area of strengths and weaknesses in writing.

Speak confidently with any speakers of English, including native speakers.

Speak effortlessly in different contexts informal and formal.

REFERENCES :
1. Raymond V Lesikar, John D Pettit, and Mary E Flatly, 2009. Lesikars Basic Business
Communication, 11th ed. Tata McGraw-Hill, New Delhi.
2. E.H. McGrath, S.J. 2012, Basic Managerial Skills for All. 9th ed. Prentice-Hall of India, New
Delhi.
16

Management books
Robin Sharma The greatness guide
Steven Covey 7 Habits of Effective people
Arindham Chaudhuri- Count your chickens before they hatch
Ramadurai
TCS Story
Blogs
: Seth Godwin, Guy Kawasaki, Kiruba Shankar
Review
: Harvard Business review
Reports
: Deloitte Netsis
Magazines
: Bloomberg Businessweek, Economist
3. Richard Denny, Communication to Win; Kogan Page India Pvt. Ltd., New Delhi, 2008.

TM7201

FINANCIAL MANAGEMENT IN TOURISM

L T P C
3 0 0 3

OBJECTIVES:
Facilitate student to
Understand the operational nuances of a Finance Manager
Comprehend the technique of making decisions related to finance function
UNIT I
FOUNDATIONS OF FINANCE
9
Introduction to finance- Financial Management Nature, scope and functions of Finance,
organization of financial functions, objectives of Financial management, Major financial decisions
Time value of money features and valuation of shares and bonds Concept of risk and return
single asset and of a portfolio.
UNIT II
INVESTMENT DECISIONS
9
Capital Budgeting: Principles and techniques - Nature of capital budgeting- Identifying relevant
cash flows - Evaluation Techniques: Payback, Accounting rate of return, Net Present Value,
Internal Rate of Return, Profitability Index - Comparison of DCF techniques - Concept and
measurement of cost of capital - Specific cost and overall cost of capital.
UNIT III
FINANCING AND DIVIDEND DECISION
9
Leverages - Operating and Financial leverage measurement of leverages degree of Operating
& Financial leverage Combined leverage, EBIT EPS Analysis- Indifference point.
Capital structure Theories Net Income Approach, Net Operating Income Approach, MM
Approach Determinants of Capital structure. Dividend decision- Issues in dividend decisions,
Importance, Relevance & Irrelevance theories Walters Model, Gordons model and MM model.
Factors determining dividend policy Types of dividend policies forms of dividend.
UNIT IV
WORKING CAPITAL MANAGEMENT
9
Principles of working capital: Concepts, Needs, Determinants, issues and estimation of working
capital - Accounts Receivables Management - Inventory management Cash management Working capital finance : Trade credit, Bank finance and Commercial paper.
UNIT V
LONG TERM SOURCES OF FINANCE
9
Indian capital market- New issues market- Secondary market - Long term finance: Shares,
debentures and term loans, lease, hire purchase, venture capital financing, Private Equity.
TOTAL: 45 PERIODS
OUTCOMES:
Possess the techniques of managing finance in an organization
TEXT BOOKS
1.
I M. Pandey Financial Management, Vikas Publishing House Pvt. Ltd., 11th edition, 2015
2.
M.Y. Khan and P.K.Jain Financial management, Text, Problems and cases Tata McGraw
th
Hill, 7 edition, 2014.
17

REFERENCES
1. Aswat Damodaran, Corporate Finance Theory and practice, John Wiley & Sons, 2011.
th
2. James C. Vanhorne Fundamentals of Financial Management PHI Learning, 13 Edition,
2014.
th
3. Brigham, Ehrhardt, Financial Management Theory and Practice, 13 edition, Cengage
Learning 2013.
th
4. Prasanna Chandra, Financial Management, 9 edition, Tata McGraw Hill, 2014.
5. Srivatsava, Mishra, Financial Management, Oxford University Press, 2011

TM7202

HOSPITALITY MANAGEMENT

L T P C
3 0 0 3

OBJECTIVE:
To enlighten the students about the major functions in the hospitality industry.
UNIT I
INTRODUCTION TO HOSPITALITY & TOURISM
9
Hospitality & Tourism - Origin, Growth and Importance Industries related to Tourism Evolution
and Growth of Hotels Evolution of Tourism Factors Affecting Hospitality and Tourism Industry
Employment Opportunities in Hospitality & Tourism.
UNIT II
HOTEL INDUSTRY
9
Clarification of Hotels Major Departments of a Hotel Star Ratings of Hotels Global Standards
for Hotels Managing Value Added Services Specialty Resorts Book Sellers Spa Beauty
Clinics Gymnasiums.
UNIT III
FOOD SERVICE & LODGING
9
The Restaurant Business Restaurant Operations Restaurant Industry Organization
Competitive Foods Issues Facing Food Industry Onsite Food Service Lodging Meeting
Guest Needs Forces Shaping the Hotel Business Competition in the Lodging Business.
UNIT IV
HOUSEKEEPING & FRONT OFFICE MANAGEMENT
9
Housekeeping Department - Operations and Management Budgeting Changing Trends - Role
of Service in Hospitality Industry Accommodation Management Planning Front Office
Management Concierge - Computer Applications - Security and Control.
UNIT V
HOSPITALITY AND RELATED SECTORS
9
Theme Parks Conventions Centres Cruises Event Management Recreation and leisure
activities Tourism and Hospitality in 21st century Global gaming and Casino operations
Recent trends.
TOTAL: 45 PERIODS
OUTCOME:
The students would be aware about the ingredients of hospitality industry.
TEXT BOOKS:
1. Clayton W. Barrows, Tom Powers and Dennis Reynolds. (2012) Introduction to
Management in the Hospitality industry. Tenth Edition. John Wiley and Sons, Inc.
2. James A. Bardi (2010), Hotel Front Office Management, Fifth Edition, John Wiley and
Sons, Inc

18

TM7203

HUMAN RESOURCE MANAGEMENT FOR TOURISM

L T PC
3 0 0 3

OBJECTIVE:
To provide knowledge about management issues related to staffing, training, performance,
compensation, human factors consideration and compliance with human resource
requirements.
UNIT I
PERSPECTIVES IN HUMAN RESOURCE MANAGEMENT
5
Evolution of human resource management The importance of the human factor Challenges
Inclusive growth and affirmative action -Role of human resource manager Human resource
policies Computer applications in human resource management Human resource accounting
and audit.
UNIT II
THE CONCEPT OF BEST FIT EMPLOYEE
8
Importance of Human Resource Planning Forecasting human resource requirement matching
supply and demand - Internal and External sources. Recruitment - Selection induction
Socialization benefits.
UNIT III
TRAINING AND EXECUTIVE DEVELOPMENT
10
Types of training methods purpose benefits resistance. Executive development programmes
Common practices - Benefits Self development Knowledge management.
UNIT IV
SUSTAINING EMPLOYEE INTEREST
12
Compensation plan Reward Motivation Application of theories of motivation Employee
engagement Career management Development of mentor Protg relationships Green HR
Practices.
UNIT V
PERFORMANCE EVALUATION AND CONTROL PROCESS
10
Method of performance evaluation Feedback Industry practices. Promotion, Demotion,
Transfer and Separation Implication of job change. The control process Importance Methods
Requirement of effective control systems grievances Causes Implications Redressal
method.
TOTAL:45 PERIODS
OUTCOME:
Students will learn the skills needed to be a best fit employee and be proficient as a human
resources professional in the hospitality and tourism industry.
TEXTBOOKS
1. Decenzo and Robbins, Human Resource Management, Wiley, 8th Edition, 2013.
2. Dennis Nickson, Human Resource Management for the Hospitality and
Industries, Routledge, 2013.
REFERENCES
1. Malay Biswas, Human Resource Management in Hospitality, Oxford, 2012
2. Michael J.Boella and Steven Goss Turner, Managing Human Resource Management in
the Hospitality Industry, Routledge, 2014.
3. Bernadin , Human Resource Management ,Tata Mcgraw Hill ,8th edition 2012.
4. Dessler Human Resource Management, Pearson Education Limited, 2007
5. Sudhir Andrews, Human Resource Management in Hospitality, Tata McGraw hill, 2012

19

Tourism

TM7204

RESEARCH METHODOLOGY

L T P C
3 0 0 3

OBJECTIVE:
To make the students of tourism understand the principles of scientific methodology in
business enquiry, develop analytical skills of business research and to prepare scientific
business reports.
UNIT I
INTRODUCTION
9
Business Research Definition and Significance the research process Types of Research
Exploratory and causal Research Theoretical and empirical Research Cross Sectional and
time series Research Research questions / Problems Research objectives Research
hypotheses characteristics Research in an evolutionary perspective the role of theory in
research.
UNIT II
RESEARCH DESIGN AND MEASUREMENT
9
Research design Definition types of research design exploratory and causal research design
Descriptive and experimental design different types of experimental design Validity of
findings internal and external validity Variables in Research Measurement and scaling
Different scales Construction of instrument Validity and Reliability of instrument.
UNIT III
DATA COLLECTION
9
Types of data Primary Vs Secondary data Methods of primary data collection Survey Vs
Observation Experiments Construction of questionnaire and instrument Types of Validity
Sampling plan Sample size determinants optimal sample size sampling techniques
Sampling methods.
UNIT IV
DATA PREPARATION AND ANALYSIS
9
Data Preparation editing Coding Data entry Validity of data Qualitative Vs Quantitative
data analyses Applications of Bivariate and Multivariate statistical techniques, Factor analysis,
Discriminant analysis, Cluster analysis, Multiple regression and Correlation, Multidimensional
scaling Conjoint Analysis Application of statistical software for data analysis.
UNIT V
REPORT DESIGN, WRITING AND ETHICS IN BUSINESS RESEARCH
9
Research report Types Contents of report need for executive summary chapterization
contents of chapter report writing the role of audience readability comprehension tone
final proof report format title of the report ethics in research Ethics in research
Subjectivity and Objectivity in research.
TOTAL : 45 PERIODS
OUTCOME:
The students would be able to undertake a systematic outlook towards business situations for
the purpose of objective decision making.
TEXT BOOKS
1.
Donald R. Cooper, Pamela S. Schindler and J K Sharma, Business Research methods, 11th
Edition, Tata Mc Graw Hill, New Delhi, 2012.
2.
Alan Bryman and Emma Bell, Business Research methods, 3rd Edition, Oxford University
Press, New Delhi, 2011.
3.
Uma Sekaran and Roger Bougie, Research methods for Business, 5th Edition, Wiley India,
New Delhi, 2012.
4.
William G Zikmund, Barry J Babin, Jon C.Carr, Atanu Adhikari,Mitch Griffin, Business
5.
Research methods, A South Asian Perspective, 8th Edition, Cengage Learning, New Delhi,
2012.

20

TM7205

SERVICES OPERATIONS AND QUALITY MANAGEMENT

L T P C
4 0 0 4

OBJECTIVE:
To learn the philosophies and tools of services operations and quality.
UNIT I
UNDERSTANDING SERVICES
12
Services Importance, role in economy Nature of services Service Strategy Strategic service
vision, competitive environment, generic strategies, winning customers; Role of information
technology; Stages in service firm competitiveness.
UNIT II
DESIGNING THE SERVICE FIRM
12
Service Design Elements Service Blueprinting Servicescapes - Facility design nature,
objectives, process analysis Service facility layout. Service Facility Location considerations,
facility location techniques metropolitan metric, Euclidean, centre of gravity, retail outlet location,
location set covering problem.
UNIT III
MANAGING SERVICE OPERATIONS
12
Managing capacity and demand yield management Managing Waiting Lines Queuing systems
Essential features, psychology of waiting vehicle routing - Managing for growth- expansion
strategies, franchising, globalization;
UNIT IV
INTRODUCTION TO QUALITY MANAGEMENT
12
Quality vision, mission and policy statements. Customer Focus - Part of Customer focus
customer perception of quality, Translating needs into requirements, customer retention.
Dimensions of service quality. Cost of services quality.
UNIT V
CONCEPTS OF SERVICES QUALITY
12
Definitions of Service Quality and its Significance -Measuring Service Quality -Service Quality Gap
Model - Service Quality Standards - Strategies for Improving Service Quality - Monitoring Service
Quality. Concepts of Quality circle, Japanese 5S principles applicable to services.
TOTAL: 60 PEROIDS
OUTCOME:
To apply services operations and quality tools and techniques in tourism sector.
TEXTBOOKS
1. James A. Fitzsimmons and Mona J. Fitzsimmons, Service Management Operations,
Strategy, Information Technology, McGraw Hill Education (India) 7th Edition 2014.
2. Dale H.Besterfield, Carol Besterfield Michna, Glen H. Besterfield, Mary Besterfield Sacre,
Hermant Urdhwareshe, Rashmi Urdhwareshe, Total Quality Management, Revised Third
edition, Pearson Education, 2011.
REFERENCES
1. Shridhara Bhat K, Total Quality Management Text and Cases, Himalaya Publishing House,
First Edition 2002. REFERENCES 1. Indian standard quality management systems
Guidelines for performance improvement (Fifth Revision), Bureau of Indian standards, New
Delhi. 2. Valarie A Zeithmal and Parasuraman, Service Quality, Marketing Science Institute,
Massachusetts.
2. Valarie A Zeithmal and Parasuraman, Service Quality, Marketing Science Institute,
Massachusetts.
3. M. Raghavachari & KV Ramani, Delivering Service Quality: Managerial Challenges for 21st
Century, Macmillan Publishers India, Third Edition 2011.
4. Cengiz Haksever, Barry Render, Roberta S. Russell, Rebert G. Murdick, Service Management
and Operations, Pearson Education Second Edition.
5. Richard Metters, Kathryn King-Metters, Madeleine Pullman, Steve Walton Successful
Service Operations Management, South-Western, Cengage Learning, 2nd Edition.
21

TM7206

TOURISM MARKETING

L T P C
3 0 0 3

OBJECTIVE:
To expose students to Tourism marketing and Tourist behaviour. It throws focus on the right
marketing mix for Tourism Industry and enlightens on the trends in Tourism Marketing.
UNIT I
INTRODUCTION TO TOURISM MARKETING
9
Tourism Marketing Nature and Process Growth Orientations; Tourism Product
Characteristics; Challenges in Tourism Marketing; Tourism Marketing Environment - Micro
Environment - Macro Environment Environment Analysis.
UNIT II
TOURISM MARKETS & TOURIST BEHAVIOR
8
Tourism Markets Types; Tourist Behavior Risks Involved in Travel Purchase; Tourist Buying
Process Factors influencing Tourist Buying Behavior Environmental Factors Individual
Factors; Tourist Decision Making Models Schmoll Model Mathieson & Wall Model Moutinho
Model; Market Segmentation Targeting Market Positioning.
UNIT III
TOURISM MARKETING MIX - I
12
Tourism Product Design New Product Development Destination Development Product Life
Cycle Destination Life Cycle Tourism Area Life Cycle; Pricing Tourism Products Importance
Factors influencing Methods of Price Fixation Pricing Strategies; Tourism Distribution
Distribution Chain / Channels Channel Design Decisions Channels in India Managing
Channels; Tourism Promotion Promotion Mix Factors Affecting Promotion Mix Components
of Promotion Mix Advertising Public Relations Sales Promotion Personal Selling
Important Promotion Tools in Tourism.
UNIT IV
TOURISM MARKETING MIX II
8
People in Tourism Service Quality Ingredients - Service Encounters Managing People &
Encounters in Tourism Experience CRM Internal Marketing Capacity Building; Process in
Tourism Elements of Process Managing Process Development in Service Processes
Capacity Demand Management; Role of Physical Evidence in Tourism Functions Service
Scapes & Servuction - Components Building Physical Evidences.
UNIT V
TOURISM MARKETING STRATEGIES
8
Market Competition & Competitive Tourism Marketing Strategies; Technology in Tourism
Marketing CRS & GDS Electronic Tourism Using Websites; Tourism Marketing and
Development Socially Responsible Marketing Social Marketing Government Bodies NGOs
in Tourism
TOTAL: 45 PERIODS
OUTCOME:
By the end of the course, students should be able to understand marketing principles and
acquire tourism specific marketing skills.
TEXT BOOKS
1. Manjula Chaudhary (2010), Tourism Marketing, Oxford University Press, New Delhi.
2. Plilip Kotler,John T Bowen,James C Makens (2012),Marketing for Hospitality and
Tourism,Pearson,New delhi
REFERENCES:
1. S.M.Jha(2011) Tourism Marketing, Himalaya Publishing house.
2. Devadish Dasgupta(2011), Tourism Marketing , Pearson ,New Delhi

22

TM7207

TRAVEL MANAGEMENT

L T P C
3 0 0 3

OBJECTIVE:
To prepare the learners with knowledge and skills on the travel industry, its types.
UNIT I
INTRODUCTION
9
Travel Industry modes of Travel Air, Rail, Road, Sea, Authorities; Classification of travelsInland & Outbound- Pilgrimage Tours
UNIT II
TRAVEL AGENCY
9
Travel Agency Travelogues - Organisation, scope and functions, types - proprietorship,
partnership, private limited; Setting up Travel Agency- procedure and formalities, Agency
Recognition ; Agency Management -sources of funding; marketing, Commission Structure ;Govt
rules and approval, accreditation procedures .
UNIT III
COMPONENTS OF TRAVEL MANAGEMENT
9
Market Survey and Research , A Guide to Marketing of Leisure Activities, Marketing Techniques of
a Travel management - Marketing of Conferences, Congress, Conventions, Incentive Travel,
Workshops, Seminars, MICE, Fare constructions and Scheduling - railway and airlines, consumer
mix, Rules and regulations for registration - International Travel Formalities- Foreign Exchange
Regulations, passport, visas, Clearances and other Procedures.
UNIT IV
CARGO MANAGEMENT
9
Air & Sea ,Pre-requisites, Different types of Cargo, Documentations, Cargo Rates, Loading,
Manifestation, Transhipment, Handling at Destination, Regulations.
UNIT V
MODERNISATION AND TRENDS IN TRAVEL INDUSTRY
9
Impact of Liberalization, Strategic trends in Travel Industry- Disinvestments, Take Overs,
Consolidations, and Acquisitions in Travel Industry.
TOTAL : 45 PERIODS
OUTCOME:
The learners will have a complete idea about the different concepts, trends and strategies
used in this industry.
TEXT BOOKS
1. Foster Dennis L., The Business Of Travel Agency Operations and Administration (1993)
Macmillan / McGraw Hill, Singapore.
2. Tourism Operations and Management, Sunetra Roday, Archana Biwal & Vandana
Joshi, Oxford University Press, 2009.
REFERENCE
1. Tourism principles and practices, Sampad Kumar Swain & Jitendra Mohan Mishra,
Oxford University Press, 2011.

23

TM7211

INFORMATION TECHNOLOGY AND COMMUNICATION FOR TOURISM

LTPC
004 2

OBJECTIVE :
To have hands- on experience on the functional softwares of the tourism industry
1.
2.
3.
4.

Creating Charts, bars using Speadsheet

Pivot table Application of pivot table in tourism and hotel industry.
Web page design - Design of Static page
Searching ,building, retrieval display and cancel of PNR-Fare display-Itinerary pricing
Issue of tickets: Galileo
5. Searching ,building, retrieval display and cancel of PNR-Fare display-Itinerary pricing
Issue of tickets: Amadeus
6. Searching ,building, retrieval display and cancel of PNR-Fare display-Itinerary pricing
Issue of tickets: Abacus
7. Searching ,booking, retrieval display and cancellation-Fare display-Itinerary pricing :
Integrated CRS/Fidelio
8. Build a Social Networking Page, Connect with people, Engage with audience
9. Design on mobile applications.
10. Use booking data and test on ANOVA
TOTAL: 60 PERIODS
OUTCOMES
Knowledge of spreadsheets and tourism software
Spreadsheet Software and
Tourism software
TEXT BOOKS
1.
David M. Levine et al, Statistics for Managers using MS Excel (6th Edition) Pearson, 2010
2.
David R. Anderson, et al, An Introduction to Management Sciences: Quantitative
approaches to Decision Making, (13th edition) South-Western College Pub, 2011.
3.
William J. Stevenson, Ceyhun Ozgur, Introduction to Management Science with
Spreadsheet, Tata McGraw Hill, 2009.
4.
Wayne L. Winston, Microsoft Excel 2010: Data Analysis & Business Modeling, 3rd edition,
Microsoft Press, 2011.
5.
Vikas Gupta, Comdex Business Accounting with Ms Excel, 2010 and Tally ERP 9.0 Course
Kit, Wiley India, 2012
6.
Kiran Pandya and Smriti Bulsari, SPSS in simple steps, Dreamtech, 2011

BA7251

STRATEGIC MANAGEMENT

L T P C
3 0 0 3

OBJECTIVE :
To learn the major initiatives taken by a company's top management on behalf of corporates,
involving resources and performance in external environments. It entails specifying the
organization's mission, vision and objectives, developing policies and plan to understand the
analysis and implementation of strategic management in strategic business units.
24

UNIT I
STRATEGY AND PROCESS
9
Conceptual framework for strategic management, the Concept of Strategy and the Strategy
Formation Process Stakeholders in business Vision, Mission and Purpose Business
definition, Objectives and Goals - Corporate Governance and Social responsibility-case study.
UNIT II
COMPETITIVE ADVANTAGE
9
External Environment - Porters Five Forces Model-Strategic Groups Competitive Changes during
Industry Evolution-Globalisation and Industry Structure - National Context and Competitive
advantage Resources- Capabilities and competenciescore competencies-Low cost and
differentiation Generic Building Blocks of Competitive Advantage- Distinctive CompetenciesResources and Capabilities durability of competitive Advantage- Avoiding failures and sustaining
competitive advantage-Case study.
UNIT III
STRATEGIES
10
The generic strategic alternatives Stability, Expansion, Retrenchment and Combination
strategies - Business level strategy- Strategy in the Global Environment-Corporate StrategyVertical Integration-Diversification and Strategic Alliances- Building and Restructuring the
corporation- Strategic analysis and choice Managing Growth - Environmental Threat and
Opportunity Profile (ETOP) - Organizational Capability Profile - Strategic Advantage Profile Corporate Portfolio Analysis - SWOT Analysis - GAP Analysis - Mc Kinsey's 7s Framework - GE 9
Cell Model Distinctive competitiveness - Selection of matrix - Balance Score Card-case study.
UNIT IV
STRATEGY IMPLEMENTATION & EVALUATION
9
The implementation process, Resource allocation, Designing organisational structure-Designing
Strategic Control Systems- Matching structure and control to strategy-Implementing Strategic
change-Politics-Power and Conflict-Techniques of strategic evaluation & control-case study.
UNIT V
OTHER STRATEGIC ISSUES
8
Managing Technology and Innovation-Strategic issues for Non Profit organisations. New Business
Models and strategies for Internet Economy-case study
TOTAL: 45 PERIODS
OUTCOME :
This Course will create knowledge and understanding of management concepts principles
andskills from a people, finance, marketing and organisational perspectives the development
of appropriate organisational policies and strategies within a changing context to meet
stakeholder interests information systems to learn from failure key tools and techniques for the
analysis and design of information systems, including their human and organisational as well
as technical aspects.
TEXT BOOKS
1. Hill. Strategic Management : An Integrated approach, 2009 Edition Wiley (2012).
2. John A.Parnell. Strategic Management, Theory and practice Biztantra (2012).
3. Azhar Kazmi, Strategic Management and Business Policy, 3rd Edition, Tata McGraw
Hill, 2008
REFERENCES
1. Adriau HAberberg and Alison Rieple, Strategic Management Theory & Application, Oxford
University Press, 2008.
2. Lawerence G. Hrebiniak, Making strategy work, Pearson, 2005.
3. Gupta, Gollakota and Srinivasan, Business Policy and Strategic Management Concepts and
Application, Prentice Hall of India, 2005.
4. Dr.Dharma Bir Singh, Strategic Management & Business Policy, KoGent Learning Solutions
Inc., Wiley, 2012.
5. John Pearce, Richard Robinson and Amitha Mittal, Strategic Management, McGraw Hill,
12th Edition, 2012
25

TM7301

CULTURE AND HERITAGE

L T P C
3 0 0 3

OBJECTIVES:
To provide the background of Indian culture and heritage
To give students a solid foundation for understanding and managing cultural diversity in the
workplace.
UNIT I
INTRODUCTION TO INDIAN CULTURE AND HERITAGE
9
Salient features of Indian culture socio, ethnic historical and religious perspectives of Indian
culture; Cultural transition, Indian cultural heritage.
UNIT II
CULTURAL DIMENSIONS AND REFLECTIONS
10
Key elements of Indian cultural dimensions Tangible and intangible culture- Dimensions of
national cultures -Distinctiveness of Indian culture in personal life, social life and work life
languages and literature- Cultural traits under major religious background Reflection in arts,
paintings, dance, music Ceremonies celebrations Place of worships Belief, attitude and
perception Museum Special interest Tourism
UNIT III
CULTURAL MIX
9
Cultural dissimilarities across world across nation; Major issues challenges to hospitality
industry; Influence of global culture Relationship between national culture and organization
structure; International dimensions of organizational culture; Impact on personal and work life
Impact on tourist.
UNIT IV
CROSS CULTURAL MANAGEMENT
9
Frameworks of cross cultural management- Cultural shock and acculturation- Cross- cultural
training- Managing multicultural teams- Cultural negotiations- Global leadership and motivational
issues-Cultural differences in ethics and decision making
UNIT V
GLOBAL APPROACH
8
UNESCO criteria, fairs and festivals, funding, committee and convention, reporting and
monitoring, approved heritage sites-challenges, Impact of IT, Trends.
TOTAL: 45 PERIODS
OUTCOMES:
The students should be able to
Describe Indian culture and heritage,
Explain how different national cultures can influence the individuals and groups in social and
business settings
TEXT BOOKS :
1. F.r. Allchin, Conservation of Indian Heritage, Cosmo publications, New Delhi.
2. David C. Thomas, Cross-cultural management- Essential concepts, Sage
Publications,2008
REFERENCES :
1. S.M.Dewan, Corporate governance in public sector enterprises, Pearson Longman, 2006.
2. G. Hofstede, Culture and organizations: intercultural cooperation and its importance for
survival, Harper Collins, London, 1994.
3. Rajiv Desai , Indian business culture - An Insiders guide, Butterworth and
Heinemann,199
4. Ananda Das gupta , Human values in Management , Ashgate publishing limited, 2004.

26

TM7302

INTERNATIONAL TOURISM

L T P C
3 0 0 3

OBJECTIVE:
The course aims to provide the past, present and future perspectives of international tourism.
The factors and challenges influencing the growth of international tourism will be studied. The
students will study the role of international regulatory bodies.
UNIT I
THE GLOBAL ENVIRONMENT
9
Globalization- scope of international tourism- types, Cultural diversity- Intercultural theories-cultural
practices-impact on tourism. Cultural influences on intercultural communication- social
interactions.
UNIT II
INTERNATIONAL TOURISM GROWTH
9
Economic determinants-forces and factors influencing growth of international tourism, trends regional, domestic and global tourist movements, methods and measurements in determining
future trends. Arrivals receipts, foreign exchange, emerging trends in international travel,
sustainable tourism, experiential tourism, social responsible tourism Ethics Emerging threats in
International Tourism.
UNIT III
REGIONAL DISTRIBUTION OF INTERNATIONAL TOURISM
9
International Tourism (inbound and outbound tourism) trends in : Europe -France, Spain, Italy, and
United Kingdom, USA, Mexico, Caribbean, Islands and Brazil, China, Thailand, Singapore,
Australia, and New Zealand, South Africa, Kenya and Egypt.
UNIT IV
INTERNATIONAL TRENDS
9
Tourism bills of Rights, tourism code, Manila declaration, International conventions: Warsaw
convention 1924, Chicago convention 1944, Brussels convention 1961 and 1966, Athens
convention 1974, Helsinki accord 1974, IATA conditions of carriage (passage and baggage).
World travel laws.
UNIT V

ROLE OF GOVERNMENT AND INTERNATIONAL TOURISM BODIES/

ORGANISATIONS
9
Tourism Bodies :Need for Tourism organizations, Functions, Administrative set up: National
Tourism Organization (NTO).
Tourism Organizations : Role of United Nations World Tourism Organization (UNWTO); World
Travel & Tourism Council (WTTC); Pacific Asia Travel Association (PATA) : International Air
Transports Association (IATA): International Union of Official Travel Organisation (IUOTO);
UFTAA, WATA, International Civil Aviational Organisation(ICAO), Travel industry fairs
advantages of participation. Travel Mart WTM, ITB, KTM and FITUR.
TOTAL: 45 PERIODS
OUTCOME:
The students will be able to comprehend the importance of international tourism, trends,
formalities. They will know the importance of regulatory bodies in international tourism.
TEXT BOOKS:
1. Yvette Reisinger, International Tourism- Cultures and Behavior, Taylor & Francis, 2011.
2. A. K. Bhatia, International Tourism Management, Sterling Publishers Private Limited,
2011.
REFERENCES
1. Roland Conrady and Martin Buck, Trends and Issues in Global Tourism, Springer
Science & Business Media, 2012
2. Myra Shackley, Atlas of Travel and Tourism Development, Routledge, 2006.
3. Sarah M. Lyon and E. Christian Wells, Global Tourism: Cultural Heritage and Economic
Encounters, Lanham, MD, AltaMira Press, 2012.
27

4.
5.
6.

John Burkart, S. Medlik, Tourism: Past, Present and Future, Helnemann, 1981.
TejVir Singh, H. Leo Theuns and Frank M. Go, Towards Appropriate Tourism: The
Case of Developing Countries, European University Studies, Series 11, 1989.
Robert Christie Mill and Alastair M. Morrison, The Tourism System: An Introductory
Text, Prentice-Hall,1992.

TM7303

TOURISM GEOGRAPHY

L T P C
3 0 0 3

OBJECTIVE:
To introduce students to the various geographical locations of tourist places, weather climate
and distances, the different routes between them and the different characteristics of places
which are important for tourism.
UNIT I
FUNDAMENTALS
9
Definition, scope and importance of Tourism geography, Climatic variations, Natural and climatic
regions of world, Impact of weather and climate on Tourist destinations. Study of maps, longitude
& latitude, international date line, time variations, time difference, GMT variations, concepts of
elapsed time, flying time, ground time. Standard time and summer time (day light saving time).
UNIT II
FACTORS OF TOURISM DEVELOPMENT
9
Geographical Determinants: Diversities and disparities, Typology of area and Linkages, flows and
orientation. Physical Factors Relief, Climate, Vegetation, wildlife, Water Bodies. Socio-cultural
factors -Religion, Historical, Sports, and Settlements. Economic factors.
UNIT III
POLITICAL AND PHYSICAL FEATURES OF INDIAN GEOGRAPHY
9
Indian Geography, physical and political features of Indian subcontinent. Climatic conditions
prevailing in India. Tourism attractions in different states and territories of India.
UNIT IV
POLITICAL AND PHYSICAL FEATURES OF AMERICAS AND EUROPE
9
Destinations in North America - United States of America: New York, Washington DC, Florida, Los
Angeles, Las Vegas, San Francisco, Orlando, Dallas. Canada: Ontario, Ottawa, Montreal, British
Columbia. Central America - Costa Rica, Panama, Nicaragua, Guatemala, Honduras, Belize.
South America: Peru, Ecuador, Venezuela, Chile, Bolivia, Chile, Brazil. Europe - England, France,
Italy, Spain, Ireland, Turkey, Spain, Netherlands, Czech Republic, Austria, Germany, Greece,
Switzerland, Russia, Ukraine
UNIT V

POLITICAL AND PHYSICAL FEATURES OF AFRICA,

ASIA AND THE PACIFIC
9
Africa: Kenya, Zimbabwe, Zambia, Egypt, Mali, South Africa, Morocco, Ethiopia, Uganda,
Rwanda, DRC, Tanzania, Mauritius, Gambia. Middle East: United Arab Emirates, Israel, Saudi
Arabia, Iran, Syria , Lebanon, Jordan. Asia: China, Mongolia, Japan, Korea, Thailand,
Philippines, Singapore, Malaysia, Bangladesh, Maldives, Nepal, Pakistan, Sri Lanka
TOTAL: 45 PERIODS
OUTCOMES:
General knowledge of worldwide tourism flows
Ability to Plan a trip to a tourism destination
TEXT BOOKS:
1. Lloyd E. Hudman, Richard H. Jackson, Geography of Travel and Tourism, Cengage
Learning, 4th Edition, 2003.
2. P. C. Sinha, Geography And Structure Of Tourism And Travel, Anmol Publications, 2003

28

REFERENCES:
1. Alan A. Lew, Colin Michael Hall, Dallen J. Timothy, World Geography of Travel and Tourism: A
Regional Approach, Butterworth-Heinemann, 2008.
2. Robinson H.: A Geography of Tourism, Mac Donald & Evans London, 1978
3. Douglas Pearce, Topics in Applied Geography, Tourism Development, Longman Scientific
Technical, New York, 1995.
4. Majid Husain, Geography of India, Tata McGraw Hill, 2012.

TM7304

TOURISM PRODUCTS IN INDIA

L T P C
3 0 0 3

OBJECTIVE:
To enable the students to understand the tourist resources in India, prepare a theme based
tour itinerary and manage the tourist destinations travel.
UNIT I
INTRODUCTION
9
Tourism Products: Definition, Concept, Characteristics and Classification. Cultural Heritage
of India Stages of evolution, continuity. Heritage - Types of Heritage Tourism, Heritage
Management Organizations.
UNIT II
NATURAL RESOURCES
9
Natural resources: Wildlife sanctuaries - National parks - Biosphere reserves Back water
Tourism - Mountain and Hill Tourist Destinations Islands, Beaches, Caves & Deserts of India.
UNIT III
TOURISM CIRCUITS
9
Major tourism circuits of India: Inter State and Intra-State Circuits - Religious Circuits - Heritage
Circuits - Wildlife Circuits.
UNIT IV
MANMADE DESTINATIONS AND THEME PARKS
9
Manmade Destinations: Locations of Adventure sports - Commercial attractions - Amusement
Parks Gaming - Shopping - Live Entertainments - Supplementary accommodation - House boats
Tree houses - Home stays - Tourism by rail - Palace on wheels. Zoological and Botanical
Garden.
UNIT V
CONTEMPORARY DESTINATIONS IN INDIA
9
Places and Packages for Ecotourism, Rural Tourism, Golf Tourism, Camping Tourism, Medical
Tourism and Pilgrimage Tourism.
TOTAL: 45 PERIODS
OUTCOME:
The students would be able to understand the needs of the tourists and manage their
destination requirements.
TEXTBOOKS :
1. S.P. Gupta (2002), Cultural Tourism in India, Indraprastha Museum of Art and
Archaeology, New Delhi.
REFERENCES :
1. Stephen Ball (2007), Encyclopedea of Tourism Resources in India,B/H.
2. Manoj Dixit (2002), Tourism products, New Royal Book Co. Lucknow.
3. Norman Douglas. Ed. (2001), Special Interest Tourism, John Wiley & Sons, Australia.

29

TM7001

ACCOMODATION AND HOUSE KEEPING MANAGEMENT

LT P C
3 0 0 3

OBJECTIVE :
To study the flow of activities and functions in todays lodging operation. To make the learner
to understand about the operation and the management of front office and Housekeeping
departments in hotels,
UNIT I
INTRODUCTION
9
Hotel Industry Classification of hotels Other types of lodging Types of rooms Tariff Plans
Duties & Responsibilities of front office personnel Inter-department coordination.
UNIT II
FRONT OFFICE MANAGEMENT
9
Room Reservation Types of reservation Front office accounting Registration Lobby and
well desk operations Guest Services Settlements Safety & Security Night Audit - Yield
Management Budgetary Control.
UNIT III
HOUSE KEEPING MANAGEMENT
9
Importance of housekeeping Departmental Structures Coordination with other departments
Duties & Responsibilities of Executive housekeeper, Asst. Executive house keeper, floor
supervisor, room attendant House Keeping Control desk.
UNIT IV
HOUSE KEEPING FUNCTION
9
Linen & Uniform Laundry: Equipment, detergents, Stain removal, Laundry Process flow
Sewing Cleaning Practice: Equipment, Cleaning agents, cleaning methods Pest Control
Public area cleaning and maintenance.
UNIT V
INFRASTRUCTURE MANAGEMNET & OTHER SOURCES
9
Elements of Interior Decoration & Design Colours Furniture Floor Lighting Floral art
Textiles Carpets Innovative ideas Catering Services Wellness & Fitness Services Leisure
& Travel Services Business Services Concierge services.
TOTAL: 45 PERIODS
OUTCOME :
The student shall be competent for handling Front Office and Housekeeping management
operations. The student will be equipped with knowledge on a wide range of front office and
housekeeping tasks and situations in a commercial environment.
TEXT BOOKS :
1. Sudhir Andrews, Hotel House Keeping Training Manual, Tata Mc Graw Hill Publishers, New
Delhi, Edition 2, 2005.
2. James , Hotel Front Office Management, 5th Edition, Wiley, 2014.
3. Sudhir Andrews. Text book of Hotel Housekeeping Management & Operations, Tata Mcgraw
Hill, 2008.
REFERENCES :
1. Jatashankar R.Tiwari, Hotel Front office & Operations management, Oxford University
Press, 2009.
2. Anutosh Bhakta. Professional Hotel Front Office Management. Tata McGraw Hill 2012.
3. Casado, M. Housekeeping Management. John Wiley and Sons, Inc. 2000.
4. Ahmed Ismail. Front Office Operations and Management. Cengage Learning.
5. David Allen, Accommodation & Cleaning Services, Volume I & II, Hutchinson.
6. G.Raghubalan and Smritee Raghubalan. Hotel Housekeeping Operations and
Management. Second Edition. Oxford 2007.

30

TM7002

DESTINATION PLANNING AND MANAGEMENT

L T PC
3 0 0 3

OBJECTIVE:
To prepare the learners with knowledge and skills essential to understanding and manage the
needs of destination
UNIT I
INTRODUCTION
9
Tourists destination-concepts/ notions; Destination- Elements of Tourists Destination Characteristics of successful destination- Uniqueness of destination management- stakeholders in
destination management- destination governance- destination management organization (DMO)UNIT II
TOURISM DESTINATION PLANNING
9
Tourists destination development; planning and development of tourism; Traditional and
contemporary approaches to destination planning- History & Influence on planning- Factors
affecting the planning process-Environment Analysis, Resource Analysis, Regional Environment
analysis. Market analysis, competitor's analysis, Regional analysis. Stages in destination planningBenefits of strategic plans- Outcome of destination planning - formulation of master plan,
implementation of plan; resort development Economic impact of Tourism.
UNIT III
TOURISM DESTINATION MANAGEMENT
9
Partnership and Team-building Leadership and Coordination- Community Relations Tourists
Destination - Destination Products Destination Branding- Destination Mix- Destination Integrated
Marketing Communications - Destination Information and Communication Technologies - Future of
Destination Management
UNIT IV
SUSTAINABLE TOURISM DESTINATION DEVELOPMENT
9
Sustainable Tourism Development : Meaning- Principles-Sustainable Employee Practices Sustainable Tourism Destinations Impacts of Sustainable Tourism Sustainable Tourism
Development Policy Environmental Laws.
UNIT V
EMERGING TRENDS IN DESTINATION MANAGEMENT
9
Environmental Management Systems -Integrated Coastal Zone Management- Eco-friendly
Practices -Water Conservation- Energy Efficiency - Waste Management - CommoditisationCommunity Participation Responsible tourism - Space Tourism - Recent Trends - Best Practices.
TOTAL : 45 PERIODS
OUTCOME:
The learners shall be competent for analyzing how the destinations are segmented to handle
and design a product of their own.
TEXTBOOKS:
1. C.Gunn (2002), Tourism Planning: Basic, Concepts and Cases, Cognizant Publication.
2. Krishan K. Kamra, Managing Tourist Destination: Development, Planning, Marketing &
Policies, Kanishka Publishers, 2005.
REFERENCES:
1. Alastair Morrison, Marketing & Managing Tourism Destination, Routledge Publications, 2013.
2. Nigel Morgan, Annette Pritchard & Roger Pride (2001), Destination branding: Creating the
Unique Proposition, Butterworth and Heinemann
3. Middleton, V.T.C and Hawkins, R. (1998), Sustainable Tourism: A Marketing Perspective,
Butterworth Heinemann, Oxford.
4. Shalini Singh, Dallen J.Timothy & Ross Kingston Dowling (2003), Tourism in Destination
Communities, CABI Publishing.
5. The Environment (Protection) Act, 1986, amended 1991, http://envfor.nic/legis/legis.html
6. A practical guide to Tourism Destination Management, World Tourism Organization
Publications, 2007.
31

TM7003

ENTREPRENEURSHIP IN TOURISM

L T P C
3 0 0 3

OBJECTIVE:
To develop and strengthen entrepreneurial quality and motivation among students.
To impart the basic entrepreneurial skills and understanding of opportunities to become an
entrepreneur in tourism industry.
UNIT I
ENTREPRENEURIAL COMPETENCE
9
Entrepreneurship Concept
Entrepreneurship as a Career Characteristics of Successful
Entrepreneurs Types of Entrepreneurs Entrepreneurial Skills and Knowledge for Tourism
Trade Entrepreneurial Opportunities, Problems, Current Trends in Tourism.
UNIT II
ENTREPRENEURIAL ENVIORNMENT
9
Business Environment - Role of Family and Society Entrepreneurial Factors Affecting Tourism
Growth - Entrepreneurship Development Training and Other Support Organisational Services
Central and State Government Industrial Policies and Regulations for Tourism International
Tourism Business Management.
UNIT III
BUSINES PLAN PREPERATION
9
Sources of Product for Tourism Business Prefeasibility Study Product Selection Criteria
Ownership Capital Budgeting Project Profile Preparation Matching Tourism Entrepreneur
with the Project Preparation of Tourism Business Plan Evaluation Criteria for Tourism Industry.
UNIT IV
LAUNCHING OF SMALL BUSINESS IN TOURISM
9
Finance and Human Resource Mobilization Operations Planning Market Research and
Channel Selection Growth Strategies for Tourism Tourism Product Launching Incubation,
Venture Capital, Tourism Startups.
UNIT V
MANAGEMENT OF TOURISM BUSINESS
9
Monitoring and Evaluation of Tourism Business Organisational Framework for Promotion and
Development in Tourism Preventing Sickness and Rehabilitation of Sick Business Units
Innovations in Tourism Business Management.
TOTAL : 45 PERIODS
OUTCOME:
The students will gain knowledge and skills essential for effectively and efficiently managing
business in tourism industry.
TEXT BOOKS :
1. R.D.Hisrich, Entrepreneurship, Tata McGraw Hill, New Delhi, 2001.
2. S.S.Khanka, Entrepreneurial Development, S.Chand and Company Limited, New Delhi,
2001.
REFERENCES :
1. Mathew J Manimala, Entrepreneurship Theory at the Crossroads, Paradigms & Praxis,
Biztrantra , 2nd Edition,2005.
2. Prasanna Chandra, Projects Planning, Analysis, Selection, Implementation and
Reviews, Tata McGraw Hill, 1996.
3. Arya Kumar. Entrepreneurship, Pearson,2012.
4. Donald F Kuratko, T.V Rao. Entrepreneurship: A South Asian perspective. Cengage
Learning, 2012.
5. Rajeev Roy ,Entrepreneurship, Oxford University Press, 2nd Edition, 2011.

32

TM7004

EVENT MANAGEMENT

L T P C
3 0 0 3

OBJECTIVE :
This course is designed to provide an introduction to the principles of event management. The
course aims to impart knowledge on the various events and how these events can be
organized successfully.
UNIT I
EVENT CONTEXT
9
History & Evolution Types of events MICE Types of Meeting, Trade Shows, Conventions,
Exhibitions- Structure of event industry Event Management as a profession Perspectives on
event : Government, Corporate & Community Code of Ethics.
UNIT II
EVENT PLANNING & LEGAL ISSUES
9
Conceptualizing the event Host, sponsor, Media, Guest, Participants , Spectators Crew
Design of concept Theme and content development Visualization Event objectives Initial
planning Budgeting Event design and budget checklist Preparation of functional sheets
Timing Contracts and Agreements Insurance, Regulation, Licence and Permits Negotiation.
UNIT III
EVENT MARKETING
9
Role of Strategic Marketing Planning - Pricing Marketing Communication Methods & budget
Elements of marketing communication Managing Marketing Communication Role of Internet
Sponsorship Event sponsorship Strategy Managing Sponsorships Measuring & Evaluating
sponsorship.
UNIT IV
EVENT OPERATION
9
Site Selection Types of location Venue Requirements Room, Stage, Audi-Visual, Lighting,
Performers, Decors, Caterer, Photography & Videography Protocols Guest list Guest
demographics Children at event Invitation Media Freelance Event Operation Road show
- Food & Beverage Entertainment Event Logistics Supply of facilities Onsite logistics
Control of event logistics Evaluation & Logistics.
UNIT V
SAFETY & EVENT EVALUATION
9
Risk assessment Safety officer, Medical Manager Venue, Structural safety Food safety
Occupational safety Fire Prevention Sanitary facilities Vehicle traffic Waste Management.
Event Impact Event Evaluation Process Service Quality - Customer Satisfaction.
TOTAL: 45 PERIODS
OUTCOME :
At the end of the course students can plan, develop, manage and implement an event
successfully. Student can enhance their professional skills in the field of Event Management,
to prepare them for successful careers in this field
TEXT BOOKS :
1. Lynn Van Der Wagen, Event Management for Tourism, Cultural Business & Sporting Events,
4th Edition, Pearson Publications, 2014.
2. Lynn Van Der Wagen, & Brenda R. Carlos , Sucessful Event Management.
3. Judy Allen, Event Planning 2nd Edition, Wiley & Sons, Canada, 2014.
4. G.A.J. Bowdin, Events Management , Elseiver Butterworth
REFERENCES
1. John Beech, Sebastian Kaiser & Robert Kaspar, The Business of Events Management,
Pearson Publication, 2014.
2.
Judy, Event Planning Ethics and Etiquette: A Principled Approach to the Business of
Special Event Management, 2014.
3.
Shannon Kilkenny, The complete guide to successful event planning.
4.
Julia Rutherford Silvers, Professional Event Coordination, The Wiley Event
Management Series.
5.
Allison ,The Event Marketing Handbook: Beyond Logistics & Planning.
33

TM7005

INTEGRAL KARMAYOGA AND MANAGEMENT

L T P C
3 0 0 3

OBJECTIVES :
Acquire knowledge in Karmayoga and Applications of Management.
UNIT I
UNDERSTANDING OF KARMAYOGA
9
Significance of work- Understanding Perfection in Work Teachings enunciated in the Bhagavad
Gita- Understanding applications to daily life in a modern secular context -Karma, Yoga, Purusha
and Gunas of prakriti.
UNIT II
MOTIVATION THROUGH INTEGRAL KARMAYOGA
9
Types of motivation- Significance- Attitude towards work - Nishkama Karma, Spirit of selfconsecration- Renunciation in action- Abolition of ego-sense, skill and delight in action through
Integral Karmayoga.
UNIT III
HOLISITIC INTEGRAL DEVELOPMENT
9
Consciousness framework - Integral Yoga of Sri Aurobindo - Understanding evolution of the inner
being- Transformative actions in the outer world - Development of concentration, will, faith,
aspiration, rejection, surrender, inner sensing and soul forces- Development of wisdom, power,
harmony and perfection.
UNIT IV

APPLICATION OF SELECTED TEACHINGS FROM ANCIENT INDIAN

LITERATURE
9
Core values and ethics -Types of personalities, self-identity, emotional and social
competenceManaging conflict - Leadership - Behavioural Dynamics-Mentoring, Coaching and
Guidance perspectives .
UNIT V

SPIRITUAL BENEFITS THROUGH HOLISITIC INTEGRAL KARMA YOGA AND

MANAGEMENT
9
Cases of Personalities and events and their spiritual relevance in the me in the modern worldSpiritual Benefits to Individuals - Spiritual Benefits to Teams - Spiritual Benefits to Organisation Benfits to the Society - Benefits to the stakeholders - Emerging Trends
TOTAL: 45 PERIODS
OUTCOME :
Possess Managerial Competence of Karmayoga and Management.
REFERENCES
1. Sri Aurobindo (1996), Essays on the Gita, Sri Aurobindo Ashram Publication Department,
Pondicherry.
2. Mehra, A. (2000), Karmayoga Perfection in Work, The Gnostic Centre, New Delhi
3. Sargeant, W. (2009), The Bhagavad Gita, State University of New York Press, Albany.
4. Sri Aurobindo (1920), The Renaissance in India, Sri Aurobindo Ashram Publication
Department, Pondicherry;
5. Sri Aurobindo (1957), The Mother, Sri Aurobindo Ashram Publication Department,
Pondicherry; Sri Aurobindo and The Mother (1987), How to Cultivate Concentration, Sri
Aurobindo Society, Puducherry.
6. Bhyrappa, S.L. and Raghavendra Rao, K. (2009), Parva : A Tale of War, Peace, Love, Death,
God, and Man, Sahitya Akademi, New Delhi
7. Das, G. (2012), The Difficulty of Being Good: On the Subtle Art of Dharma, Penguin Books
India, New Delhi
8. Hawley, J. (2007), Reawakening the Spirit in Work: The Power of Dharmic Management, Tata
McGraw Hill Education, New Delhi.
9. Devdas Menon, A Handbook of Selected Verses from Bhagawad Gita , Meenakshi Publishers,
2015

34

TM7006

LEISURE AND RECREATION MANAGEMENT

LT P C
3 0 0 3

OBJECTIVES:
To introduce the student to the broad base of study needed for understanding of the
fundamentals of and issues in leisure and recreation management.
UNIT I
INTRODUCTION TO RECREATION
9
Recreation: an overview - Recreation & Leisure Participation and Behavior - Role in Health & WellBeing - Leisure & Culture - Mass Leisure: Popular Culture & Purple Leisure - Balancing Leisure &
Work services.
UNIT II
RECREATIONAL BUSINESSES
9
Recreational Resources - the Demand and Supply for Recreation and Tourism Recreation
Vehicles, parks, adventure travel, winter sports, historic sites, camping, resorts, motor coach
operators, enthusiast groups, recreation product manufacturers - Recreation and leisure services
UNIT III
RECREATION MANAGEMENT
9
Recreation Theories -Impact of recreation on tourism - Recreation Resource Management Recreational and Tourist Motivation - Barriers to Recreation - Gender and Social Constraints
Tourism and recreation planning and policy - Urban and rural recreation - Relationships between
leisure, recreation and tourism.
UNIT IV
RECREATION MARKETING
9
Marketing of Recreation: Marketing Recreation services and facilities- Customers of recreational
products - Marketing plan- Marketing Mix for recreation.
UNIT V
RECENT TRENDS
9
Trends in the recreation industry- Tourists and recreational demand for wilderness, National Parks
and natural areas - Supply of the wilderness and outdoor recreation experience Tourism recreation
and climate change - - Environmental perspectives on coastal recreation and tourism. Technology
Impacts on Recreation & Leisure
TOTAL: 45 PERIODS
OUTCOMES:
Ability to design, conduct, promote, evaluate, and manage activities involved in the successful
operation of a variety of leisure and recreation organizations and operations
TEXT BOOKS
1. George Torkildsen (2000), Leisure and Recreation Management, Fourth Edition,
E&FN Spon, London
2. Daniel D. McLean and Amy R. Hurd, Kraus' Recreation and Leisure in Modern Society,
Jones and Bartlett Learning, 10th Edition, 2015.
REFERENCES
1. William C. Gartner & David W. Lime (2000), Trends in Outdoor, Recreation, Leisure and
Tourism, CABI, London.
2. Chris Ryan (2006), Recreational Tourism, Demands and Impacts, Viva Books, New Delhi.
3. Michael Hall.C. & James Higham (2006), Tourism, Recreation and Climate Change, Viva
Books, New Delhi.
4. Charles R. Goeldner & Brent Ritchie J.R (2006), Tourism, Principles, Practices, Philosophies,
John Wiley and Sons, New Jersey.

35

TM7007

MEDICAL TOURISM

L T P C
3 0 0 3

OBJECTIVE :
To give an overview of global health care practices and strategies for marketing and
communications in India with focus on international tourists.
UNIT I
INTRODUCTION TO HEALTH CARE IN INDIA
9
Historical Review Health care services: Level & Types - Disease burden - Public Services in
India - Private health care sector growth: a retrospective & road ahead- Pharmaceutical,
Biotechnology - Health Insurance- Financing and delivery of health services: Issues & Challenges.
UNIT II
GLOBAL HEALTH
9
Global health Health Inequalities-Socioeconomic factor s& health-Globalization and emerging
Infectious diseases- Health effects and Environment- Global health payers and players.
UNIT III
MACRO PERSPECTIVE
9
Effects of medical tourism in nations economy development of supporting services for medical
tourism role of government Private sector voluntary agencies in promotion of medical
tourism, Medical tourism significance- Medical tourism as an industry- Medical tourism
destinations Types and flow of medical tourists- Factors influencing choice of medical tourism
destinations
UNIT IV
MARKETING STRATEGY AND COMMUNICATION
9
Strategy formulation to attract and retain national and global medical tourists Positioning of
Indian medical services Traditional and non traditional Wellness, Ayurvedic, Spa - Pricing of
Medical Services.
Integrated communication for medical tourists Online and offline
communications Relationship management with medical tourists.
UNIT V
EMERGING TRENDS
9
Understanding Medical tourist satisfaction Protecting stakeholders interests in medical - tourism
Ethics in Medical Tourism Asian / Western Medical Tourism Government Plans and Policies.
TOTAL : 45 PERIODS
OUTCOME :
The students will have an overview of contemporary tourism practices and global perspectives.
REFERENCES:
1. Milica Z.,Bookman Karla R. Bookman, Medical Tourism in developing countries, palgrave
Macmillan tm 2007.
2. Raj Pruthi , Medical Tourism in India , Arise publishers & Distributors, 2006
3. RNCOS, Opportunities in Medical Tourism in India(2007), RNCOS E-Services Pvt. Ltd., 2006.
4. Michael D. Horomitz Jeffrey A. Rosensweig, Medical Tourism Health Care in The global
economy (Trends), Americal College of Physician Executive, 2007.

TM7008

TOUR OPERATIONS

L T P C
3 0 0 3

OBJECTIVE:
To make the students knowledgeable in tour operations and its related documentation. The
students will study the tour preparation and marketing of the tour products. They will also study
the role of guides and escorts.
36

UNIT I
TOUR INDUSTRY
9
Tour industry, Evolution of tour operation business definition- tour operation- types of tour,
inbound outbound, escorted, guided types of package tours and operators, factors affecting tour
design and selection. Tourism intermediaries. Booking a tour, mass market package holidays,
specialist tour operators, domestic & international, collaborative tourism.
UNIT II
ITINERARY PREPARATION
9
Four operations process, research, planning, costing, costing elements, pricing Holiday
packages, itinerary-meaning, types preparation, starting of tour operation business, departments
of tour operation, tour departure procedure, activities.
UNIT III
TOUR OPERATION BUSINESS
9
Role and relevance of tour operation business. Tour operational techniques Booking a tourreservations, hotel booking procedures, boarding bus/coach, emergency procedures, finance
details, food and beverages, transportation delays - Case studies of major tour operation
companies and packages Kuoni, Cox & Kings, Thomas Cook, Carlson.
UNIT IV
MARKETING AND PROMOTION OF TOUR
9
Marketing and promotion of tour marketing strategies of tour operation business, tour brochure,
how to prepare a tour brochure, items to be included in tour brochure, tools used to market tour
packages Indian and World Tourism Day.
UNIT V
GUIDING AND ESCORTING
9
Guiding and Escorting : Meaning, concepts in guiding, golden rules of guiding, difference between
guide and escort, skills, responsibilities of guides, interpreting sites, escorts, personal hygiene,
grooming, pre post and during tour responsibilities, check list, safety and security, insurance, first
aid, handling emergencies, leading a group, code of conduct.
TOTAL: 45 PERIODS
OUTCOME:
The students will have good learning on tour operations business. They can prepare and
market tour itinerary. They will know the importance of tour operators, guides and escorts.
TEXT BOOKS:
1. K. Bhatia, Business of Travel Agency & Tour Operations Management, Sterling
Publishers, 2012.
2. JagmohanNegi, Travel Agency and Tour Operation Concepts and Principles, Kanishka
Publishers & Distributors, 2006.
3. Dennis L. Foster, The Business of Travel: Agency Operations and Administration,
Glencoe Division, Macmillan/McGraw-Hill, 1991.
REFERENCES
1. Sunetra Roday, Archana Biwal and Vandana Joshi, Tourism: Operations and
Management, Oxford University Press, 2009.
2. Lalita Sharma, Travel Agency & Tour Operation Concepts and Principles, Centrum
Press, 2010.
3. Ashim Gupta, Travel Agency & Tour Operations Concepts and Principles, Centrum
Press, 2011.
4. Mohinder Chand, Travel Agency Management: An Introductory Text, Anmol Publications,
2009.
5. Pat Yale, The Business of Tour Operations, Longman, 1995.
6. Laurence Stevens, Guide to Starting and Operating a Successful Travel Agency, Merton
House Travel and Tourism Publishers, 1985.
7. Betsy Fay, Essentials of Tour Management, Prentice Hall, 1992.
8. Marc Mancini, Conducting Tours, Delmar Publishers, 1996.

37

TM7009

TRAVEL MEDIA AND PUBLIC RELATIONS

L T P C
3 0 0 3

OBJECTIVES:
To facilitate in the understanding of travel media and its role in tourism promotion through
public relations.
To impart and equip the students with practical know-how on travel writing and dynamics of
making of travelogues.
UNIT I
FOUNDATIONS OF TRAVEL WRITING
9
Articles Of Travel Writing Magazines Travel Newsletters Short Pieces for Books Internet
Search Approaching Markets Travel Books Guide Books Accommodation Guides
Business Travel Coffee Table Books Autobiographical Tales Anthologies.
UNIT II
ELECTRONIC MEDIA IN TOURISM
9
Electronic Media in Documenting of Destinations Travel, Transport and Tourism Resources
Nature of Media coverage Telecast and Webcast Writing Travel Programme Scripts
Identification of Visual Support Points Conducting Interviews.
UNIT III
INNOVATIONS IN TOURISM AND TRAVEL MEDIA
9
Idea Generation for Travel Articles Journey Pieces Activity Pieces Special Interest Pieces
Side Trips Reviews Own Travel experiences Ideas from other Sources- Recent Trends .
UNIT IV
PUBLIC RELATIONS
9
Need, Scope, Objectives and Purpose of Public Relations Elements Of Public Relations Public
Relations Process - Public Relations as a Profession Codes of Professional Conduct
Functions Of Public Relations Department - Policy Publicity - Product Publicity Public Relations
And Propaganda Relations With The Government- Community Relations, Shareholders Relations
- Ethics And Challenges Of Public Relations.
UNIT V
MANAGEMENT OF INNOVATIONS IN TRAVEL JOURNALISM
9
Portraying of experiences Practical tips Choosing appropriate words Verbs, Adjectives and
Cliches, Illustrations The Practicality of taking photographs Non-Photographic Illustrations
Recent Trends.
TOTAL: 45 PERIODS
OUTCOME:
The students will gain knowledge and skills essential for effectively and efficiently handling and
solving travel media and public relations issues in tourism industry.
TEXT BOOKS :
1. Arvaham e , Ketter E ,Media Strategies for marketing places in crisis . Elsevier, UK, 2008.
2. Dennis E. Deuschl Travel and Tourism Public Relations: An Introductory Guide for Hospitality
Managers, Elsevier Butterworth-Heinemann, 2006.
REFERENCES :
1 Geroge E- Belch & Michael. A. Belch Advertising and Promotion,Tate McGrawHill,Sixth Edition,2004.
3. Kruti Shah and Alan Dsouza Advertising and Promotion Tata McGraw Hill,2009.
4. Janet McDonald , Travel Writing , Robert Hale , London ,2000.
5. Tom Duncan, Principles of Advertising and IMC,Tata McGraw-Hill - Second
Edition,2005.

38